A few years ago, if you wanted soft lips, you had a few options. You could either buy a Chapstick that you’d probably forget was in the pocket of your jeans or run through the laundry, or you could take a chance on one of the Well-known products. Some were sticky or asked you to rub your finger into a little pot to dispense the product. None of them tasted or smelled particularly like the flavors they were supposed to be.
Suddenly, popping up in magazines and on your co-workers desks like little brightly colored Easter eggs, EOS lip balms were everywhere, bringing color, flavor and quality to an otherwise lackluster field of lip balm choices. So how did an upstart lip balm company come to dominate a product field that’s been largely unchanged for the last century?
Co-founders Sanjiv Mehra, Jonathan Teller and Craig Dubitsky saw a hole in the lip care world. Coming from a corporate background, Mehra knew the ins and outs of big business while his partners came from startup incubators and had the sideways thinking habits to see a product we all use every day in a new way. They gave lip balm, a formerly gender neutral product, a purpose; targeting the women who make up the industry’s core demographic with feminine scents and colors for their packaging. Pairing organic ingredients with design that appealed to all five senses, EOS lip balm did something the lip balm industry hadn’t seen in decades – they innovated.
Today, EOS (https://evolutionofsmooth.ca/) is the second best-selling lip balm in the US. Though making an excellent product is important, you don’t get to sell over a million units a week on good lip balm alone. In addition to finding the right market early on, EOS targeted its advertising in unique ways that go beyond the industry norms of print ads and TV spots. Working with Facebook and other social media platforms, beauty bloggers, YouTubers and pop culture icons, EOS has found a way to grab the attention of the ever-skeptical millennial market. Through innovative thinking and marketing, in a very short amount of time EOS has become a major player in a game that’s been dominated by the same giants for over a century and that is something to smile about.
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